Diageo has announced that it will be investing £150 million in the transformation of its Scotch whisky visitor experiences over the next three years.
The investment will see the establishment of a new immersive Johnnie Walker visitor experience in Edinburgh, which will bring the story of the popular Scotch whisky to life for visiting fans from around the world.
The investment will also involve the upgrade of the company's 12 existing distillery visitor centres to create an array of new attractions where people can interact with the individuals responsible for the production of Johnnie Walker whisky.
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Having turned Dublin's Guinness Storehouse into one of Ireland's mosts popular tourist destinations, Diageo now plans to partner with Scottish Enterprise and VisitScotland to promote Scotch and Scotland to potential visitors across the globe. Edinburgh has been chosen as the location for the new Johnnie Walker visitor experience as a result of the city's strong tourism growth.
Commenting on the news, Diageo chief executive Ivan Menezes, said, “Scotch is at the heart of Diageo, and this new investment reinforces our ongoing commitment to growing our Scotch whisky brands and supporting Scotland’s tourism industry. For decades to come, our distilleries will play a big role in attracting more international visitors to Scotland.”
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